Market Your Products or Services to Solve Problems: How to Make Your Audience Want What You Offer

Since I got involved with advertising in the late eighties, I’ve always believed that the best form of marketing focuses on the emotional needs of your prospective customers.

It should never be about pushing products or services onto people; it should be about pulling them in by addressing their needs and desires. Instead of trying to sell your audience something they don’t want, why not market something they genuinely need? When done right, this approach not only creates interest but builds trust and loyalty.

Here’s how you can effectively market to an audience by focusing on what they want and providing solutions that resonate deeply with them.

Understanding Your Audience’s Desires

Before you can market effectively, you need to know who you’re talking to. This is the cornerstone of any successful marketing strategy. Understanding your audience goes beyond basic demographics. It’s about delving into their lives, understanding their challenges, and identifying what truly matters to them.

  • Ask yourself (or, better still, ask them):
  • What problems are they facing?
  • What are their aspirations and goals?
  • How can your product or service make their lives easier or better?

By getting into the minds of your audience, you can start to see the world from their perspective. This empathy is crucial because it allows you to connect with them on a deeper level. They need to feel that you not only understand their problems but are also invested in helping them find the best solutions.

Clear Messaging: Showing How You Solve Their Problem

Once you have a solid understanding of your audience’s needs, the next step is to craft a clear and compelling message. This message should communicate exactly how your product or service addresses their specific problems.

For example, imagine you’re marketing a productivity app. Instead of simply listing its features, highlight how it can help users save time, reduce stress, and achieve their goals more efficiently. Your message should paint a vivid picture of the benefits your audience will experience.

Consider these key points in your messaging:

  • Clarity: Be straightforward about what you offer. Avoid jargon and complicated language.
  • Benefits: Focus on the outcomes that matter to your audience. How will your product make their lives better?
  • Empathy: Show that you understand their pain points and are here to help.

When your audience sees that you genuinely care about solving their problems, they’re more likely to be interested in what you have to offer.

Building Empathy and Authority

Empathy and authority are the twin pillars of effective marketing. Your audience needs to feel that you are both compassionate and knowledgeable.

  • Empathy: This is about showing that you understand and care about your audience’s struggles. Share stories, testimonials, or case studies that resonate with them. Use language that reflects their experiences and emotions. When people feel understood, they’re more likely to trust you.
  • Authority: Alongside empathy, you must establish yourself as a credible and reliable source. Demonstrate your expertise through valuable content, whether it’s blog posts, videos, or social media updates. Highlight your experience, credentials, and the success stories of others who have benefited from your offering.

By combining empathy with authority, you create a powerful connection with your audience. They feel confident that you not only understand their problems but also have the expertise to solve them.

Providing a Clear Path to the Solution

After capturing your audience’s attention and building trust, the next step is to guide them towards the solution you offer. This is where a clear and actionable plan comes into play.

Your audience needs to know exactly what steps they should take to get the benefits you’re promising. This could be as simple as:

  • Signing up for a free trial
  • Downloading an e-book
  • Scheduling a consultation
  • Making a purchase

Make the process as straightforward as possible. Remove any obstacles or friction points that could prevent them from taking action. A clear call to action (CTA) is crucial here. It should be easy to find and easy to follow.

The Promise of a Better Future

Ultimately, your goal is to show your audience that their lives will be better with your solution. Paint a picture of the positive transformation they can expect. Whether it’s more time, less stress, or greater success, make sure they can see the tangible benefits.

People are naturally resistant to change, but when they see a clear path to a better future, they’re more likely to take the leap. Your job as a marketer is to illuminate that path and inspire confidence that taking action will lead to a more fulfilling life.


Marketing should never be about the hard sell. It should be about understanding your audience, empathising with their struggles, and providing clear, actionable solutions.

By focusing on what your audience truly wants and needs, you can create a compelling message that resonates deeply, builds trust, and motivates them to take action.

Remember, your success lies in making their lives better. When you achieve that, you’ve done more than just sell a product—you’ve made a difference.

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